Where are the ad dollars that are bleeding out of television going?  This amazing marketing ploy for Heineken took a lot of planning and work, but you can see at the end how they are building the business case for it.  Although only about a thousand people were part of the actually event, thousands more watched the videos or read about it on blogs.

Is this the way that brands will promote themselves in the future?  With big events that give people a real-life experience?

Was this an entertainment experience?  Should we as creators be thinking about how to create real-life experiences that brands can be part of or is this just the realm of advertising?